MKTG 123 EXAM 1 Prep

Public Relations

strategic communication process that builds mutually beneficial relationhips between organizations and their publics

John Marston’s R-A-C-E

Research

Action

Communication

Evaluation

Crifasi’s R-O-S-I-E

Research

Objectives

Strategies

Implementation

Evaluation

RPIE

Research

Planning

Implementation

Evaluation

Examples of Key Publics

• board of directors

• clerical employees

• employee families

• Managers/ supervisora

• Media

• Stockholders

• Investment community

• Competitors

• Suppliers

• Special Interst groups

• community neighbors

• international community

• banks, insurers

• tradeassociatoin

• dealers/ distributors

• customers

A public arises when a group of people ______

• faces a similar indeterminate situation

• recognizes what is indeterminate and problematic in that situation

• organizes to do something about the problem

Public can be classified as:

• internal and external

• primary, secondary, and marginal

• traditional and future

• proponents, opponents, and uncommited

Examples of the funcitons of PR

• wiritng

• media relations

• planning

• counseling

• researching

• publicity

• marketing communications

• community relations

• consumer relations

• employee relations

• government affairs

• investor relations

PR Cardinal Rule:

Never, ever lie

Mild Spin

interpret issue to sway public opinion

Virulent spin

confusing, distorting, or obfuscating the issue or lying

When was spining coined?

Clinton administration

What are the 4 communication goals?

• inform

• persuade

• motivate

• build mutual understanding

The word

• words are perpetually changing

• discriminatory language is particularly sensitive

• undersatnidng semantics is important

Encoding the client’s message

PR “interpreter”

The content is the message

• most popular theory

• eaninf of article or intent of the speech mose important

• medium and communicator less important than the content

The medium is the message theory

• content is less important than the medium in which message is carried

The person is the message

• speaker can persuade, regardless of the message or medium

• charisma may play a part in persuasion

• speaker’s words, body, eyes, attitude, timingm wit, prescence form a composite that influences the listener

Attitudes Based on a Number od Characteristics

• personal

• cultural

• educational

• familial

• religious

• social class

• minority status

Attitudes are ____, ____ or _____

positive, negative or nonexistent

Theory of cognitive dissonance

• avoid dissonant/ opposing information

• seek constant/supportive information

Social judgement theory

• range of opinions anchored by a clear attitude

• work within latitude of acceptance to modify opnions

Maslow’s Hierarchy of Needs (top to bottom)

Self actualization

Esteem

Acceptance

Safety

Physiological

Classic persuasion theory

people may be of two minds (systematic mode or Heuristic mode)

systematic mode

carefully considers argument

heuristic mode

skimming the surface

Kahneman’s Fast and Slow thinking

System 1 - Fast (unconsiouc, automatic, effortless)

System 2 - Slow (deliberate, conscious, effortful, rational thinking)

T/F Persuasion is more of a science than an art

False

T/F Reputation is gained by what one does, not by what one says

True

The value of reputation is _____

indisputable

Relationship management aligns communications with an organization’s _______ & ________

character & action

Ethics

right vs wrong

religious beliefs

what the law requires

acceptable standards of behavior

Utilitarianism

greatest good for greatest number

Deontology

do what is right though the world should perish

Ethics

standards of conduct that indicate how one should behave based on moral duties and virtues ; ethics are dependant on religion, culture, & education ( Josephson Institute)

Applied Ethics

• professional ethics

• PR people must always tell the truth

• Honesty and faireness are at the heart of oublic relationsla

Lawyers advise clients on what they must do, within legal requirements, to defend themselves in a court of _____

law

Public relations advisors counsel clients on whar they should do to defend themselves in the court of _____ _______

public opinion

Original work of authorship has copyright protection when work is in ____ form

fixed

Fixed form

work is permanent enough to be perceived, reproduced, or otherwise communicated

Copyright owner’s rights

1. reproduce and authorize others to reproduce the work

2. prepare derivative works

3. perform and/or display the work publicly

Fair use

new reporting, teahicng, scholarship, reseach use of copyrighted material is not infringement